| The 2008 Summer Olympic Games will soon be staged in Beijing, and it will place Beijing in the world spotlight. Like the Olympic Games, other huge sports events also receive more and more attention. Many enterprises keep close eye on the potential commercial value in sports events and try to make the best use of these events. This is because the relationship between sports and economy is getting closer and closer in modern world. Sports industry plays a significant role in the economical chain in developed countries, and creates enormous economic and social benefit. The fast development of sporting market offers numerous chances for sports marketing.This thesis consists of 6 chapters. The first chapter is introduction, which presents the topical background, content and purpose of the thesis. The second chapter firstly gives a brief introduction to the definition, feature, mode of sports marketing. Following the introduction, the differences and similarities among sports marketing, traditional marketing and sports sponsorship are discussed. Then the enterprise motivation for sports marketing as well as the benefits and risks of conducting sports marketing are studied. In addition, the difficulties in evaluating sports marketing and the main evaluation methods are analyzed.Chapter 3 and chapter 4 are the main focus of the thesis. Chapter 3 probes into the four factors which affect the effectiveness of sports marketing and adopts following demonstration methods: literature data analysis, logic reasoning, and contrastive analysis, etc. This is the main point of the thesis. Chapter 4 is devoted to case analysis, which employs the demonstration methods used in chapter 3 to analyze many positive and negative cases.Chapter 5 draws a conclusion to the thesis and provides some advice which is hopefully useful to domestic enterprises engaged in sports marketing. Lastly, Chapter 6 discusses the limitations of the thesis and recommendations for future research. |
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